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Extra info for Perspectives on Public Relations Research (Routledge Advances in Management and Business Studies)

Sample text

Bowman (1990) said that business schools offered a capstone course in business policies in their MBA programs prior to the 1960s, courses in which students were expected to tie together the courses they had taken in different functional areas of management. In the 1960s, however, three books became available that helped strategic management to emerge as a field that was more than a composite of other management functions (Bowman 1990; Rumelt et al. 1994). These books were Chandler’s (1962) historical study of how the strategic ideas of executives changed the direction of four major corporations, Ansoff’s (1965) more normative book on the concept of strategy and the process of strategy formulation, and the Harvard textbook on business policy, Business Policy: Text and Cases (Learned et al.

An internal appraisal of strengths and weaknesses led to identification of distinctive competencies; an external appraisal of environmental threats and opportunities led to identification of potential success factors. ” Together, they suggest that organizations must make long-term, strategic choices that are feasible in their environments. ” Greene et al. ” According to Steiner et al. ” Managers who manage strategically do so by balancing the mission of the organization – what it is, what it wants to be, and what it wants to do – with what the environment will allow or encourage it to do.

In 1992, the Public Relations Society of America adopted the “Official Statement on Public Relations” which underlined that the major purpose of public relations is problem solving (Cutlip et al. 1985). Ehling (1984; 1985) developed a theory of public relations as conflict management. This transition from CSR1 to CSR2 also corresponds to the time of the clarification of the expression “public relations” which finally appeared to be ambiguous in original American English, too. So Jefkins (1977: 3) says: “Public relations is a constantly misunderstood expression.